Jack’s Caregiver Coalition / Brand Refresh
Jack Cares.
The guys at Jack's Caregiver Coalition know what it's like to care for someone with cancer because they've been there. Understanding that caregiving for a loved one can be one of the greatest challenges a man can face, Jack's founders recognized a real need for a support community of male caregivers that could lend support, some perspective, a Shop-Vac or whatever. Understanding that they had outgrown their original branding, the organization tasked us with creating an ownable brand identity and culture, one tailored to their now established community and mission.
Work & Credits
Our Work: Visual brand identity, graphic culture & brand voice
Copywriter: Jay Kaskel
The Hero’s Journey.
Originally, the guys at Jacks just wanted us to give their existing generic logo artwork—a visual representation of “Jack”—a makeover. We explored concepts that transformed the character to make it more relevant and ownable. We also challenged the client to consider other approaches. After much deliberation, the client chose a direction they never expected going into the process. The new identity was more inclusive and created the sense of a community—a club, even if it was a club no one wanted to be eligible for. It celebrates the guys and their loved ones as the everyday heroes that they are.
Jack Finds His Voice.
“Here’s the deal. We’re guys. We’re not exactly big on admitting when we need help. Even to ourselves. And you better friggin’ believe the last thing any self-respecting male feels comfortable doing is opening up about his feelings. Hey, we totally get that. We’ve been in your shoes. We know what it’s like to care for someone with cancer. Some of us are doing it right now. And if there’s one thing we’ve learned, it’s that caregivers could sometimes use a little care themselves. So give Jack a call. We’ll laugh together, we’ll cry together, we’ll grab a coffee or some beers and just, well, shoot the shit. Things won’t get awkward. Promise.”
